Trade Show Marketing:What Is Experiential Marketing?
You’ve probably heard of event marketing, which is easy to confuse with experiential marketing since experiential marketing is often implemented during events and in person. However, experiential marketing focuses on the experience or the interaction rather than the actual event, which is why experiential marketing during events is less about the event itself but rather about the interaction between leads and a brand.
Have you ever thought about using experiential marketing for your own business’s brand?
There Is a Correlation between Sales and Experiential Marketing
65% of businesses that use experiential marketing have claimed that it has led to sales. Some experts have suggested that brands create more memorable experiences for customers and leads when the experience is interactive or face-to-face. Using experiential marketing allows leads to interact with your brand in person.
Consumers Prefer Brands That Focus on the Experience
72% of consumers prefer interactive brand experiences. But experiential marketing is much more than a simple interaction between a salesperson, a product, and a consumer. Experiential marketing is designed to get customers to value the experience in their minds, to reflect on the message that the brand is promoting, and to remember their journey from exposure to the brand leading all the way up to the first purchase with the brand.
As an example, consider the following marketing campaign: John West Australia, a sustainable tuna brand, launched an experiential marketing campaign in which their tuna cans were given to customers for free. When the customers opened the cans, there was no fish inside but instead just water and a message that stated “Imagine a world without fish.”
This marketing campaign caused consumers to consider the state of the supermarket tuna industry and how they needed to think about where their fish comes from. This marketing campaign focused on the experience.
Millennials Pay for Experiences, Not Products
Take Guinness’s unique experiential marketing campaign as another example. Guinness hired people to wear flight uniforms displaying the Guinness brand and go to various bars throughout the country, offering millennials an opportunity to win a series of prizes, sponsored, of course, by Guinness. In order to enter the prize contest, a contestant would have to buy a pint of Guinness and use a tablet to unveil the prize.
Of course, Guinness didn’t change their beer, but they did change the way people bought it and created an experience that involved purchasing a pint of beer with an incentive and a message telling people to never settle for the ordinary.
Most millennials (78%) will pay for an experience over a product and this is why experiential marketing can work.
Consumers Take Videos at Branded Events
Obviously, events are a great opportunity to take advantage of your experiential marketing strategies but you might not realise that 49% of event attendees take and share videos on social media and 39% of those videos are shared on Twitter.
By creating an experience, you can encourage event attendees to turn their positive interactions into social media posts, which can lead to more brand awareness. While experiential marketing is really about the personal experience, there’s no harm in taking the conversation online as well.